One notable trend within the category, according to the group, is that - at 28 percent - fruit drinks accounted for the largest proportion of nutraceutical launches in 2006. Market research has repeatedly found that beverages are the key driver of growth in the functional food industry, due in large part to their potential to be market for both convenience and as lifestyle accessories. In the nutraceutical soft drink category, the most common product positioning amongst launches in 2006 was for providing energy - with almost 25 percent of launches claiming this function. The fastest growing flavor according to Business Insights is derived from the popular superfruit pomegranate. While, at six percent of launches, orange flavor was the most comment flavor for 2006. An emerging area for nutraceutical beverages was children's health issues, such as dental health and muscle development. Coca-Cola is tapping into the nutraceutical soft drink trend and announced the launch of Diet Coke Plus in April. Each eight-ounce can of Diet Coke Plus provides 15 percent of the daily value of Niacin, B6 and B12, 10 percent of the daily value for zinc and magnesium. Having recently completed a $4.1bn acquisition of vitamin water company Energy Brands, the beverage giant is not only interested in the bubbly drinks, but also waters. Coca-Cola also gave its seal approval for fruity flavored functionality, by means of its Dasani brand launch of new fortified waters. These beverages are fruity flavored and fortified with vitamins and minerals and bear emotive names such as "refresh and revive", "cleanse and restore" and "defend and protect".
